Every brand awareness campaign needs a human touch. No matter who your target audience is, adding human touch makes your brand look more approachable and relatable. This, in return, makes your brand message look more honest and genuine, making your audience more trusting of you.
And as we all know, once we gain our audiences’ trust, it would be much easier to turn them into a buying customer. However, you might be wondering, how exactly can we add human touch to our brand awareness campaign?
From our experience, one of the best ways to start is by materializing and giving your brand message a face. Using this strategy as a starting point would make the next step of the brand awareness campaign a lot easier.
Here’s how you can do it:
If you are still new in the market, then you should first clearly define the characteristics, features, and even quirks that make your brand unique. Doing this would allow you to figure out your selling point, that you can, in turn, use in your brand message.
As we have mentioned before, adding human touch to your brand message is crucial. But, you would not be able to do that if your brand message is unclear and unoriginal.
So a great starting point when you’re trying to humanize or materialize your brand is to brainstorm with your team and try to think of ways on how you can make your brand message different from your competitors. This way, it would be much easier for your audience to recognize your brand in the market.
Now that you have figured out your brand’s unique selling point, it’s time to start looking for ways on how you can add human touch to your awareness campaign.
Giving your brand a human façade is a surefire way to propel your awareness campaign towards success. There is no concrete way to do this and marketers/brand planners tend to do this differently. Some hire influencers, some get help from a brand ambassador agency, and some even use graphics or animation for their “human” façade. Strictly speaking, there is no strict method to follow. If you think there are better ways to add human touch to your brand, then you should just do it.
That is why it is highly advisable to do more research during the planning process. By doing this, you would be able to get inspiration or even emulate what others are doing. It would also provide you an overview of what your competitors are doing.
For instance, your brand awareness campaign is mostly centered on joining events and trade shows for better exposure. By simply doing more research, you were able to find out that most of your competitors hire trade show models (by the way, another great example of adding human touch to your brand) for their events. Without this research, your trade show booths would just be overshadowed by your competitors’ models.
Get a Brand Ambassador
The most common and simplest way to define a brand ambassador is someone who would represent your brand in a more positive light. This definition is already self-explanatory, but we want to discuss and put emphasis on the word “someone.”
Contrary to popular belief, that “someone” or your brand ambassador does not always have to be an actress, model, or someone famous. It can be your common friend, anyone from your local community, and many more. What’s important is your brand ambassador should be an echo of your brand. They should serve as a bridge between you and your customers.
Once you finally find the right brand ambassador, there are several approaches on how you can up your brand awareness campaign with them. You can
- harness the power of social media and integrate them into your campaign;
- fine-tune and include them in your business development campaign;
- plan out in-store demos to have a successful product launch;
- modify your lead generation strategy and have them represent your brand;
- and you can even convert your loyal customers as your brand ambassadors.
Apart from the ones that we just mentioned, there are several ways to boost your brand awareness using your brand ambassadors. You just need to find the most effective way to integrate them into your marketing plans and strategy.
Giving your brand a human façade is not just about hiring artists or influencers to represent your brand. It is much more than that.
It is about having someone who can honestly vouch for your products, be an echo of your brand message, and serve as a bridge between you and your customers.
To briefly recap, these are the highlights and some of the most important points that we have mentioned:
- Find your selling point and establish authenticity
- Add human touch to your brand awareness campaign
- It is okay to get help from a third-party marketing or brand agency
- Brand ambassador does not always have to be a famous artist or influencers
- There are several ways to integrate brand ambassadors into your campaign